In Pursuit of Good Karma: When Charitable Appeals to Do Right Go Wrong

Katina Kulow, University of South Carolina, USAThomas Kramer, University of South Carolina, USA

This research examines the implications of consumers’ strength of belief in karma in the context of prosocial behavior. Although, intuitively, believing in karma should result in greater volunteer intentions, three studies show that this effect appears limited to contexts in which the prosocial behaviors are based on selfless motives.

[ to cite ]:Katina Kulow and Thomas Kramer (2014) ,"In Pursuit of Good Karma: When Charitable Appeals to Do Right Go Wrong", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 560-561.